The Steel Squire templates rock. I too have lost my business cards they gave me, but I picked up 2 of the complete packs. This is one of the most innovative things I have seen.
The Worlds Largest Dungeon rocks.
The new World of Darkness stuff is cute. I don't play it, but I picked it up anyway. I liked the way the books look.
I picked up all of the Arcanis stuff, very cool world setting. I don't play it either, but I do steal from it heavily for my homebrew.
Hogshead Publishing had some new releases for their Crime Scene line, plus a new line called Fright Night. I own everything they have published for those two lines, and I haven't regretted a single dollar spent. I use their stuff for my d20 modern Cthulu game that I run for my Pay to Play guys. Great stuff.
I picked up GURPS 4. I really like what they have done. I wish I could get some of my guys to let me run GURPS again, I miss it.
I grabbed Spanish Main, but in all fairness I had that before GenCon. It is a really great game though. The demo's were well done.
I also got a SUper Scrabble board game, its just like scrabble but it has three more rows around the outside, 200 tiles instead of 100, and quadruple score spaces!
Pallabra is a neat-o card game that I grabbed that combines scrabble and poker. I haven't played it yet, but the rules seem simple enough.
Middle Management is another card game that I bought. It is in the spirit of Chez Geek but for all of us Cube Farmers out there in the bleak expanse of Office Space. Fun and Funny.
Oh yeah, and I finally got some d16's! As well as my annual Pitcher of Dice. This year I also found some great blank dice. They are good sized and come in d6, d8, d10, and d12. Not sure what I am going to use them for yet, but I will think of something.
I won a free copy of City of Heroes at the show, and have been playing it obsessively since my return.
I also picked up the dvd of The Gamers and Dead Camper Lake, those both look funny though I haven't made the time to watch them yet. Those are my highlights, though I picked up a ton of other odds and ends.
Man I love GenCon. I didn't even game this year really. I literally just shopped for four days straight! It was great, though I am glad it only comes once a year. I would be in the poor house if it were more frequent.